Nulo expands kitten wet food line with Silky Mousse push

Nulo is expanding its cat lineup with new Silky Mousse wet kitten recipes, positioning the launch around texture, high animal-protein content, low carbohydrate levels, and added moisture at a time when cat food remains a growth focus for the brand and the broader pet food market. On Nulo’s site, the new kitten mousses include Chicken, Liver & Duck and Salmon & Egg recipes, both labeled as complete and balanced for growth under AAFCO nutrient profiles. Product pages and retail listings show the line is being sold in pouch formats and variety packs, with egg included as part of the texture and protein system. (nulo.com)

Why it matters: For veterinary professionals, the launch reflects two durable trends in feline nutrition: continued premiumization in wet cat food, and stronger marketing around hydration, palatability, and animal-based protein for kittens. Nulo says its MedalSeries cat diets derive most of their protein from animal sources, and the company has been leaning further into cat-category expansion as U.S. retail sales grew in 2024. For clinics counseling pet parents on kitten feeding, products like this may come up more often in conversations about early-life nutrition, food texture acceptance, and wet-versus-dry feeding strategies. (nulo.com)

What to watch: Watch for whether Nulo broadens Silky Mousse beyond kitten formulas, adds veterinary-facing education, or uses the line to deepen distribution through Petco, PetSmart, and e-commerce channels. (nulo.com)